Drizly is an alcohol marketplace platform operating in over 100 markets across the United States & Canada. It gives its users the ability to order a variety of beer, wine, liquor, and more directly from local retailers delivered to the users’ location through a mobile app and/or website.



The brief requested us to build a comparison feature for Drizly's web mobile and desktop website experience.

empathy, design studio, prototype, wireframe, research, affinity mapping, interviews, comparison, alcohol, Drizly




Research Process

User Interviews

We interviewed 17 users of different demographics and identified specific trends on how users compare their alcohol before purchasing it.


Affinity Map

We identified trends as to how users compare their alcohol products before purchasing them. After synthesizing, users compare products by price, reviews, manufacture description, flavor profile, and suggested products.


User Surveys

We sent out a quantitative surveys and 55 users responded within the ages of 21 and early 70s. We identified the same trends as in the user interviews.


Comparative Analysis

I compared direct competitors' websites that were either marketplaces or e-commerce, as well as other e-commerce and websites that were indirect competitors. I learned that none of the direct competitors offered a comparison feature.



We spent some time working through possible ways of offering a comparison feature on the web mobile and the desktop website. All before sketching on paper to start usability testing.

Through extensive research, we were able to identify what and how users compare their alcohol before making a purchase. It was interesting to realize that the vast majority compare alcohol based on what the bottle looks like and what others think about that alcohol. It was also encouraging to realize that this is a feature ahead of other competitors.

Research Outcomes

Design Process


1st & 2nd Iterations

I did 6 controlled usability tests with the 1st iteration and another 5 controlled usability tests with the second iteration.

3rd Iteration

I did another 5 controlled usability tests with the third iteration.


Guerrilla Usability Testing

With the final iteration, I went to a local liquor store to carry 16 guerrilla usability tests.

After a variety of usability tests, both controlled and guerrilla style, we finally came up with a design that met and fulfilled the users' expectations. As a designer, we are often tempted to build a feature and make it prominent. However, we realized that this feature should be a secondary feature in a website that is made to sell products, not compare them. Our greatest feedback during the usability tests was when a user stated that they would use this feature while being in a store to compare alcohol before puchasing it there.

Design Outcomes


Final Design

For more information on user flows, site maps, and other on this project, please download the presentation below:

Want to talk more?


© 2020 by Lucas Oliveira Design. Powered by Wix.com